NATERA PATIENT BRAND CAMPAIGN

Demystifying carrier screening for patients

Natera is a major player in clinical genetic testing. Most of their marketing is geared toward physicians, but they partnered with us to help launch their very first patient initiated testing brand campaign. After years of strictly in-office testing, patients can now order Horizon carrier screening from home. Natera leveraged our team’s branding expertise to build the campaign from scratch.

Styleguide
Web Design
Messaging
Display & Social
Marketing Collateral
HTML Emails

We created a new image for Natera’s consumer-facing products that would resonate with a fresh audience.

Our materials would have to educate patients about carrier screening and also introduce Natera to patients for the first time. To do both, messaging and design needed to tightly align.

Ready to ace carrier screening.

We kicked off this project with a hefty discovery phase—interviewing the team to learn the ins-and-outs of the product and doing extensive research to fill in any gaps. From there, we cast a broad net of initial options and introduced lots of unique design elements. We took an equally in-depth approach to messaging, exploring a range of copy directions to help define a distinct consumer brand voice.

Ready to ace carrier screening.

We kicked off this project with a hefty discovery phase—interviewing the team to learn the ins-and-outs of the product and doing extensive research to fill in any gaps. From there, we cast a broad net of initial options and introduced lots of unique design elements. We took an equally in-depth approach to messaging, exploring a range of copy directions to help define a distinct consumer brand voice.

Putting collaboration to the test.

Good collaboration was crucial to keeping our team and Natera’s aligned throughout the twists and turns of the creative process. We scheduled weekly meetings with Natera and their other vendors to ensure we were all running in parallel. By proving our adaptability as the project pivoted, grew, and evolved, we became a valued brand partner—helping nurture the campaign post-launch and inevitably taking on more work to support Natera’s growth.

The results are in.

By the end of this project, we delivered a robust suite of brand materials that were ready to push to market. Our final tally of deliverables included a custom landing page, display and social ads, drip marketing emails, video scripts, and a campaign style guide.

The system that we delivered for Horizon is now being leveraged as Natera develops other patient-first campaigns. It was a true exercise of using our branding, marketing, and messaging talents, and a testimony to what our team can accomplish with all hands on deck.

Partnering with Design in Mind was a great, collaborative experience. My team loved the new branding Design in Mind created so much that we decided to adopt the new look across all 6 of our Women’s Health brands for patient-facing campaigns and marketing pieces.

Natera
Melissa Teng
Director, Women's Health Marketing